Paramount Grow Online Bookings By 150% with Email Marketing Campaign

Paramount Restaurant Group has seen online bookings grow by 150% over the last three months across its six restaurant brands following an ongoing email voucher campaign with email marketing company Pure360.

The nationwide group, sent customers of Chez Gérard, Brasserie Gérard, Bertorelli and Il Bertorelli, Caffe Uno and Livebait voucher offers such as ‘two for one’ or ‘£15 off’ to encourage them to book a table.

The campaign used Pure360’s email marketing solution PureResponse to provide customers subscribed to Paramount Restaurant Group’s database with the promotional vouchers.

One particular voucher campaign for Caffè Uno in January 2009 saw a 30% open rate, with a further 45% click through rate. This resulted in 10,000 vouchers being downloaded. The email marketing campaign was originally sent to a mailing list of 79,000 customers.

Overall, traffic to the Paramount Restaurant Group’s websites grew by 307% across all brands in January 2009, against the previous month’s figures. 

The group also saw its customer database expand by 70% between January and March this year; as a direct result of running online voucher campaigns. The viral function, available in PureResponse, offers ‘share’ options allowing mailing list subscribers to forward promotional emails to friends and colleagues.

“Pure360 has given us the freedom to take control of our customer relations,” Said Ryan Badger, Online Marketing Manager at Paramount Restaurant Group. “PureResponse has enabled us to shorten turnaround times for email campaigns and manage the way we capture data. I am certain working with Pure360 was the most cost-effective option available to us. The total cost of the service for a year was covered with the delivery of our first email campaign.”

The company’s six restaurant brands are split into fine dining ‘Paramount London’ and all-day dining ‘Paramount High Street’. They offer a variety of styles, including traditional Italian food, modern seafood and classic French cuisine.

“The results Paramount Restaurant Group received perfectly demonstrate what we at Pure360 are advocating: accountable marketing,” said Abi Clowes, Marketing Manager of Pure360. “Paramount Restaurants has managed to grow its audience and sales by using email that’s appropriate for its market – the results achieved can be built upon in the future. We are pleased Pure360 was chosen to lead this email marketing campaign.”